Profound Medical Corp. (PROF): Marketing Mix Analysis [Dec-2025 Updated]

You're looking past the noise to see if Profound Medical Corp. is finally translating its innovative ablation technology into a durable business, and late 2025 offers a clear snapshot of that strategy. Honestly, the story is moving from the lab to the field: they've placed 70 TULSA-PRO systems by Q3, are launching the TULSA-AI BPH module right at RSNA, and are supporting this with a healthy 74.3% gross margin. The real pivot, though, is balancing capital equipment sales with that recurring consumable stream while navigating the recent recapture of Canadian distribution. Let's break down the Product, Place, Promotion, and Price to see exactly where Profound Medical Corp. is placing its bets for the next phase of growth.

Profound Medical Corp. (PROF) - Marketing Mix: Product

You're looking at the core offering of Profound Medical Corp. (PROF), which centers on developing and marketing customizable, AI-powered, MRI-guided, incision-free therapies for diseased tissue ablation. The product strategy is clearly focused on minimally invasive, precise tissue destruction across several indications.

The flagship product line is anchored by the TULSA-PRO system. This technology combines real-time Magnetic Resonance (MR) guidance, AI-enhanced planning, robotically driven transurethral ultrasound, and closed-loop temperature feedback control. It is designed to kill targeted prostate tissue by gently heating it to 55-57°C in a single session, which is incision- and radiation-free. The procedure has the potential to treat the entire prostate disease spectrum, including low-, intermediate-, or high-risk prostate cancer, hybrid patients, BPH only, and salvage therapy for radio-recurrent localized prostate cancer.

The installed base and utilization metrics give you a concrete look at product traction through the third quarter of 2025. The company reported that its TULSA-PRO installed base reached 70 systems as of September 30, 2025, up from 60 systems in the prior quarter, with an expectation to reach at least 75 by the end of the year.

Here's the quick math on how the installed systems were being used for prostate disease patients in Q3 2025:

Patient Indication	Percentage of Procedures (Q3 2025)
Prostate Cancer Only	79%
Hybrid (Cancer and BPH)	14%
Salvage Therapy	4.5%
BPH Only	2.5%

Furthermore, the product's flexibility in ablation approach is evident in the treatment breakdown for that same period. The company is seeing a mix of ablations, not just whole-gland treatments, which speaks to the customizable nature of the device.

• Whole Gland Ablation: 45%
• Sub-Total (more than half the gland): 22%
• Hemi-ablations: 26%
• Focal Therapy: 7%

The TULSA-AI Volume Reduction module is a key late-2025 product enhancement. This module, which soft-launched at five sites, is designed to level the playing field on procedure time for BPH treatment, which was previously a limiting factor for BPH-only cases. Profound Medical announced the full launch of this module in Q4-2025, expecting this innovation to triple its total addressable market in prostate disease to about 600,000 patients annually.

Beyond the prostate, the Sonalleve platform represents another distinct product offering. This therapeutic ultrasound platform is commercialized for several non-prostate indications, showcasing the technology's broader applicability. The clinical flexibility of the core technology is a major product feature.

Key indications and regulatory clearances for the Sonalleve platform include:

• Uterine Fibroids: CE marked and China National Medical Products Administration approved.
• Bone Metastases Pain Palliation: CE marked.
• Osteoid Osteoma: FDA approval under a Humanitarian Device Exemption.
• Adenomyosis and Desmoid Tumors are also treated indications.

To be fair, the revenue generated in Q3 2025 shows the current focus. Total preliminary revenue was $5.3 million, with $4.1 million coming from recurring sources (consumables, lease, warranties) and $1.2 million from the one-time sale of capital equipment. The gross margin on this product performance was a strong 74.3% for the quarter.

Finance: draft 13-week cash view by Friday.

Profound Medical Corp. (PROF) - Marketing Mix: Place

You're looking at how Profound Medical Corp. gets its TULSA-PRO system into the hands of physicians and where those procedures actually happen. For a high-value capital medical device, Place is all about direct control and strategic partnerships.

Direct sales team drives North American commercialization. Profound Medical Corp. is deploying its own direct sales force across North America to manage the commercial rollout of TULSA-PRO. This approach suggests a focus on maintaining tight control over the customer experience and sales cycle in the core market.

The installed base metric is a key indicator of market penetration. As of the third quarter of 2025, the TULSA-PRO installed base reached 70 systems. The company has a clear near-term goal, expecting to reach at least 75 installs by the end of the year.

Internationally, Profound Medical Corp. is executing a partnership-driven distribution strategy. This involves securing exclusive agreements with established local distributors to handle market access outside of their direct North American focus.

Here's a quick look at the recent international expansion milestones:

• Secured exclusive distribution in Saudi Arabia with Al Faisaliah Medical Systems.
• Entered an exclusive distribution and supply agreement for Australia and New Zealand with Getz Healthcare.
• Regained exclusive TULSA-PRO distribution rights in Canada, effective November 2025.

The procedures themselves are tethered to specific high-tech environments. Procedures occur in hospital or clinic MRI suites, which is a direct consequence of the TULSA-PRO system requiring real-time MRI guidance for its AI-enhanced planning and treatment delivery.

The regaining of Canadian rights is a financial transaction that solidifies direct control. Profound Medical Corp. paid a one-time cash payment of CDN$90,000 (equivalent to approximately US$64,000) to Knight Therapeutics Inc. for the rights, and this is coupled with a 5% royalty on Canadian Net Sales for the next 15 years.

To give you a clearer picture of the installed base and the associated treatment profile driving utilization-which directly impacts recurring revenue from consumables-here is a summary of the Q3 2025 data:

Metric	Value as of Q3 2025	Context
TULSA-PRO Installed Base	70 systems	Targeting at least 75 by year-end 2025.
Year-End 2025 Install Target	At least 75 systems	Indicates near-term sales pipeline conversion expectation.
Canadian Buyback Cost (Cash)	CDN$90,000 (approx. US$64,000)	One-time payment to regain Canadian distribution.
Canadian Royalty Rate	5% of Canadian Net Sales	For a period of 15 years post-buyback.
Q3 2025 Recurring Revenue	$4.1 million	Driven by utilization of installed systems.

The utilization of these placed systems shows the breadth of the market Profound Medical Corp. is accessing:

• 79% of patients treated were for prostate cancer only.
• 14% were hybrid patients suffering from both prostate cancer and BPH.
• 4.5% were salvage procedures.
• 2.5% were men with BPH only.

This distribution of use cases is important; it shows the installed base is being used across the entire prostate disease spectrum, not just one niche, which helps support the argument for broader payer coverage.

Finance: draft 13-week cash view by Friday.

Profound Medical Corp. (PROF) - Marketing Mix: Promotion

You're looking at how Profound Medical Corp. is getting the word out about its TULSA-PRO system and the new TULSA-AI module. Promotion for Profound Medical Corp. centers on clinical superiority, strategic partnerships, and launching new, efficiency-driving software modules. The core message consistently hammers home the benefits of an incision-free, real-time monitoring approach.

The clinical evidence is a major promotional pillar. Initial perioperative data from the pivotal CAPTAIN randomized trial directly compares the TULSA procedure against Robotic Prostatectomy (RP). This head-to-head data is being presented at key medical society meetings like the American Urological Association (AUA) and the Society for Urologic Oncology (SUO).

• CAPTAIN trial demonstrated TULSA superiority over RP in perioperative measures.
• TULSA showed 0 mL median blood loss versus RP's 100 mL median.
• TULSA median length of stay was 0.29 days versus RP's 1.24 days.
• The procedure offers reduced post-procedure pain and more rapid recovery to baseline activities.

Profound Medical Corp. is actively promoting its strategic alignment with Siemens Healthineers. This co-marketing effort focuses on the integrated TULSA-PRO/Magnetom Free.Max MRI scanner solution, which is designed to make the treatment more accessible across various settings, including Ambulatory Surgical Centers (ASCs). The Free.Max scanner itself is promoted as a lighter, less cumbersome device, operating at a 0.55 Tesla field strength. Sales of this combined solution were expected to start in 2025.

A significant promotional event was the launch of the TULSA-AI Volume Reduction module for Benign Prostatic Hyperplasia (BPH) treatment at the Radiological Society of North America (RSNA) meeting in Chicago, November 30 - December 4, 2025. This AI-powered module is promoted as a way to increase clinical efficiency, allowing physicians to stack multiple cases in one day using existing hardware and support staff. This expansion into BPH treatment is expected to triple Profound Medical Corp.'s total addressable market in prostate disease to about 600,000 patients annually.

Educational outreach is critical for driving adoption among target specialists. Profound Medical Corp. targets both urologists and radiologists through attendance and presentations at major conferences like AUA and RSNA/SUO. The company maintains the PRO-Talk platform as an educational resource for physicians. The messaging emphasizes that the TULSA-PRO system is the only AI-powered, MRI-guided robotic system that allows physicians to visualize the prostate in real time and customize therapy with unmatched precision.

The core patient-facing promotion highlights the procedure's advantages over traditional methods, which often involve surgery, bleeding, or overnight stays. Real-world data is used to support claims of preserving urinary continence and sexual function. The growth in utilization demonstrates the success of these promotional efforts:

Metric Value Period/Context Q3 2025 Revenue $5.3 million Year-over-year growth of 87% TULSA-PRO Installed Base 70 sites As of September 30, 2025 Year-End Installed Base Target At least 75 By the end of 2025 Q3 2025 Gross Margin 74.3% Up from 64% in Q3 2024 TULSA-PRO Pipeline (Verified/Negotiating) Over 50 As of Q3 2025 earnings call

The company's ability to secure favorable reimbursement also supports promotion. For 2025, the U.S. Centers for Medicare and Medicaid Services (CMS) outpatient prospective payment system (OPPS) and physician fee schedule (PFS) placed the TULSA procedure at Urology APC Level 7 across all three sites of service (hospital outpatient, ASC, private office). This reimbursement level is promoted as superior to that of any other treatment for 2025.

The TULSA Procedure is promoted as the only incision-free therapy applicable across the entire prostate disease spectrum, including cancer, BPH, and hybrid cases. This flexibility, combined with the clinical data, fuels demand from both patients and healthcare providers.

Profound Medical Corp. (PROF) - Marketing Mix: Price

You're looking at the pricing structure for Profound Medical Corp. (PROF) as of late 2025. The core of the pricing strategy revolves around a hybrid revenue model, mixing upfront capital equipment sales with ongoing, predictable recurring revenue from consumables and services.

This model is currently undergoing a strategic emphasis shift. Management is prioritizing capital sales to rapidly expand the installed base, which in turn fuels future recurring revenue streams. This is a calculated move to accelerate market penetration.

Here's a look at the most recent financial snapshot supporting this structure:

Metric	Amount/Value
Q3 2025 Total Revenue	$5.3 million
Q3 2025 Recurring Revenue	$4.1 million
Q3 2025 Capital Equipment Sales Revenue	$1.2 million
Q3 2025 Gross Margin	74.3%

The recurring portion of revenue in Q3 2025, at $4.1 million, includes consumables, equipment leases, and extended warranties. This is a significant increase from Q2 2025, which saw recurring revenue at $1.6 million, illustrating the growing base utilization.

The pricing power is significantly bolstered by favorable US Centers for Medicare & Medicaid Services (CMS) reimbursement decisions, effective January 1, 2025. The Transurethral Ultrasound Ablation (TULSA) procedure, CPT code 55882, is classified as a Level 7 Urology Ambulatory Payment Classification (APC), which is a defintely favorable rate compared to other modalities.

The established Medicare payment rates for CPT 55882 are:

• Hospital Outpatient (HOPD) Medicare National Average: $12,992
• Ambulatory Surgical Center (ASC) Medicare National Average: $10,728

This reimbursement clarity helps make the capital equipment purchase more accessible by ensuring a clear path to payment for the procedure itself. The installed base is a key metric reflecting the success of the capital sales push:

• TULSA-PRO Installed Base (as of September 30, 2025): 70 systems
• Year-End 2025 Installed Base Expectation: At least 75 systems
• Qualified Sales Pipeline (Verify, Negotiate, Contracting): 93 new systems

To give you context on the strategic pivot, Q2 2025 revenue was $2.2 million, with capital equipment sales contributing only $650,000, while recurring revenue was $1.6 million. The Q3 2025 figures show a clear acceleration in capital sales to $1.2 million.

Finance: draft 13-week cash view by Friday.